Zivame has launched a campaign to encourage women to self-check for breast cancer. The “Check Yourself Out” campaign is a re-interpretation of the everyday act of self-reflection in front of the mirror. Women the world over regularly steal moments to glance at their reflection and Zivame is looking to harness the power of mirrors to encourage women to perform self-examinations for early breast cancer detection.
The women’s intimate wear platform also joined hands with Manipal Hospitals to incentivise consumers to proactively test. Customers who make a purchase with Zivame will be entitled to a 15 pc discount on mammography services across Manipal Hospitals.
In the brand film, women from different walks of life steal a moment in front of the mirror. Their own reflection sometimes makes them feel confident, sometimes happy, sometimes strong, but all the time empowered.
As part of the “Check Yourself Out” campaign, Zivame adorned the mirrors in the fitting rooms of its over 165 stores with Pink Ribbons and co-branded stickers and a QR code that leads to a landing page which provides step-by-step guidance on self-examination.
Khatija Lokhandwala, Head, Brand Marketing, Zivame, said, “The campaign encourages every glance in the mirror to be a moment of self-care and empowerment. It not only encourages women to embrace their unique beauty but also nudges them to regularly self- examine since early detection is key.”
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